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This is a Minions universe. They are just letting us live in it for the time being. Not only did the animated blockbuster dominate the box office charts over the weekend, it also held a tight grip on the top slot of a different chart… yet one that’s still valuable in a studio’s eyes.
THR and the social-video advertising platform Unruly conducted a study on the trailers for the 29 most anticipated summer blockbusters are realized that Minion was the most shared, with 2.4 million shares. Here are the Top 10 trailers, with their share amounts across both Facebook and YouTube:
Minions: Official Trailer (HD) Illumination - 2,458,840
Jurassic World: The Park Is Open - 2,361,002
Magic Mike: #MagicMikeXXL Trailer - 1,793,260
Pixels: The Invasion Is Here - 1,351,522
Pitch Perfect 2: The Pitch Is Back - 1,060,478
Avengers: New Avengers Trailer Arrives - 826,072
Straight Outta Compton: In Theaters August 14 - 824,996
Paper Towns: Get Lost - 689,045
Terminator Genisys: Movie Official Trailer - 542,084
Mad Max: Fury Road: Official Theatrical Teaser - 521,890
Are you surprised to see The Avengers so low on the chart? Joss Whedon’s summer blockbuster, which kicked off the season, fell behind Pixels, Pitch Perfect 2 and in terms of shares. And where is Ant-Man? Will Marvel's movie top the Minions this weekend?
What’s interesting about the results, at least on the surface, is that it doesn’t necessarily guarantee a direct translation to box-office success. Clearly, the top two "shared" movies -- Minions and Jurassic World -- did incredibly well at the ticket window. The animated sequel has banked $128 million in its first four days in domestic theaters. It has earned a LOT more than that overseas. As for Colin Trevorrow’s Jurassic World, it is currently the highest-grossing movie of 2015, with $592 million in domestic receipts.
However, Magic Mike fizzled at the box office, despite the fact that it was shared the third-most amount of times according to this research. And the same goes for Terminator Genisys, which was shared often, but underperformed.
What does that say about the potential of movies like Pixels or Paper Towns? It’s hard to say. Because the results are largely split, I think we can assess that social shares are important, but they do not guarantee success.